Storytelling in destination brand communication: A qualitative analysis
Stories help consumers to make sense of the product and/or services in marketing and branding. Especially in tourism, storytelling is an effective channel for destination brand communication. Stories are powerful because they turn myths into tangible consumer experience creators; they provide insigh...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of South Florida (USF) M3 Publishing
2016-09-01
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| Series: | Journal of Global Business Insights |
| Subjects: | |
| Online Access: | https://digitalcommons.usf.edu/globe/vol1/iss2/2 |